IRON Founder Stefan Siegel On the art of Reinventing Rodeo

Entrepreneur Stefan Siegel combines his business and fashion acumen with a passion for the American West in his latest venture, IRON, a new lifestyle platform and brand. While traveling across the American West for a year during the pandemic, the founder of the global designer platform Not Just A Label rediscovered his love for Western craft and culture. Inspired, he began curating animal-friendly and cowgirl-centric Rodeo events featuring natural horsemanship, live country music, farm-to-table food, Western fine art, and bespoke artisanal products. Siegel’s vision is to connect a new generation of audiences globally to the wild beauty of the American West.

Sascha Behrendt: Where did the idea for the IRON experiences come from and how did you start?

Stefan Siegel: The idea was inspired by several factors, particularly the current state of American country culture. For example, Los Angeles banned rodeo events last November after a prolonged dispute with animal activists opposing bull and bronco riding. This prompted me to rethink the concept, preserving what is valuable and projecting it into the future.

Traditional rodeo events typically feature seven or eight different disciplines, some of which are more harmonious with the animals than others. In 2024, even horse racing, polo, and dressage feel antiquated and need to be reimagined to incorporate modern horse training knowledge. My goal was to reimagine rodeo with skilled horsemanship while showcasing traditional artisanal products.

Additionally, I was inspired by the American TV series Yellowstone, created by Taylor Sheridan, which portrays the politics and environmental issues of the ranching world. It highlights both glamorous and down-to-earth aspects, and I wanted to bring that to life.

The event started simply by inviting a few friends to a ranch to ride horses. This initial experience went so well that I saw the potential to build momentum. I thought, why not turn this into a new form of innovative rodeo that is animal-friendly and cowgirl-centric? I wanted to involve more female riders, as traditionally, the only event women participate in is barrel racing, a speed discipline. Classic rodeos are 99% male-dominated action sports, often sponsored by brands like Monster Energy. My rodeos introduce craft, art, great food, drinks, and stunning ranches, creating a high-end, curated experience. So far, each event has attracted a larger audience, doubling every time.

SB: Speaking of which, you recently hosted an event titled 'Palm Springs Cowboy' adjacent to the Stagecoach Festival in the Coachella Valley. What did that involve, and what was the impulse behind it?

SS: Our live events are designed to build an audience and momentum for IRON, a hybrid brand that will bridge live experiences and a new digital platform. This platform will enable American and Native American craftspeople to sell their goods. For our most recent Rodeo #7, Palm Springs Cowboy, I opted for a more intimate, music-focused format. We took over an empty construction lot in the desert and built a stage in the sand. We featured two Native American bands, including vocalist The Lion Heart, and Audrey McGraw, daughter of Faith Hill and Tim McGraw. 

SB: You also projected some large-scale AI art, right?

SS: Yes, we collaborated with art director Rupert Cresswell, who creates AI and cowboy art. Instead of just seeing his work on social media, we projected it onto a huge water tower behind us, creating a hologram-like backdrop of gigantic cowboys behind the musicians.

SB: What Western goods did you showcase and offer for sale?

SS: We curated a selection of six, high-quality, high-price-point products, including beautiful cowboy hats, paintings, and life-size ceramic cowboy boots by an artist. We also had horses on display so people could be around them. The event was sponsored by Guild Guitars, one of the oldest guitar manufacturers in the US, whose guitars have been played by Jimi Hendrix, Elvis Presley, Sheryl Crow, David Byrne and Jeff Buckley.

SB: What are your criteria for the creative talent you showcase?

SS: I look for the highest level of craftsmanship and artistry combined with a high-end, luxury approach. This is something I’ve discovered through hosting these events and travelling through the US — Native American art, from pottery to embroidery to jewellery and leatherwork, is incredible! 

SB: So, are these the kinds of products people can expect to find when you launch the digital IRON marketplace?

SS: Yes. Everything you see at our events will be available for purchase on the website and allow people to access the vendors directly. Currently, these makers don’t have a global platform and have to rely on Facebook and Instagram. There are artisanal markets in Santa Fe, New Mexico and Dallas, Texas, and some in Colorado, but they struggle with visibility. 

SB: Why is what you’re doing good for Los Angeles? You've taken it by storm.

SS: There aren't many ranches left in LA, and more and more people are seeking a connection with animals and nature. Many folks in LA yearn to escape the city and spend a day at these beautiful ranches. However, Western ranches, especially those on the scale we need, are becoming scarce, forcing us to go further outside LA to host events. The last event in January was an hour and twenty minutes from LA, which can be a barrier for some people.

SB: Your rodeo events seem to be thematic, with a clear vision for each one. How does that happen?

SS: With each event, we connect with new partners and audiences. I'm excited about our next rodeo experience, which will take place in a rundown rodeo arena in Compton, LA. It will be a celebration of Black cowboy culture, combining street culture and rodeo. We have six weeks to produce it, which is a lot of pressure, but it's thrilling to see this progress. In America, especially in LA, things move quickly. People are excited and ready to be part of something fresh.

SB: You're tapping into a broader cultural trend, with Beyonce and Pharrell Williams at Louis Vuitton channelling Western American culture. What’s your take on that?

SS: We’re going deeper than that, but it helps us because it gets people talking about what it means to be American – aside from political divisions. It opens doors for those unfamiliar with country culture, so I see it as a blessing. It paves the way for us.

SB: What are your plans for the future?

SS: The big plan is to own ranches so that we can have a stable base where we can host people consistently. We want to offer a new way to experience ranching, incorporating a European sense of luxury, while retaining the core essence of working ranches where visitors can see makers, ranchers and wranglers at work.

SB: You are fearless as a businessman, combining creative ideas and putting them into practice.

SS: These are ideas I come up with at night, and then the next day I turn them into reality...

I’ve had experiences in finance, fashion, business, and showcasing creativity, so IRON brings all of this together for me.

SB: We can’t wait to see what you come up with next!

Follow @the.siegel and @IRON.USA for updates